What is device targeting

Facebook targeting: No more device data for advertisers

Facebook brings some of its user data back into its own house. Because from now on advertisers will no longer have access to the device data of a Facebook user. But the limitation in Facebook targeting is not just altruistic.

How old are you? Where do you live? Which smartphone do you have? Which ads did you see and which advertising campaigns even led you to click? Facebook can answer all of these questions for you.

The social network has an incredibly comprehensive data profile for almost all of its users. This in turn enables advertisers and companies to address users very specifically via Facebook targeting.

And which advertiser does not like to spend money on campaigns that reach exactly the people who correspond to the intended target group? Accordingly, it is not particularly surprising that Mark Zuckerberg earns billions of dollars every quarter just from the advertising business.

Facebook targeting limited

But at least in part, Facebook is withdrawing the data from the advertising companies with immediate effect. The US industry magazine did that first Adage reported. In the meantime, Facebook spokesmen have officially confirmed the information.

Specifically, it is about the device data of the individual users. So far, Facebook has passed this information on to its marketing partners, at least indirectly. The device ID itself was retained by the social network. However, it was still possible to identify the user.

Data protection or concern about your own monopoly?

There can be several reasons why Facebook is taking this step. On the one hand, the device data is very personal data. Abuse by third parties could result in high fines under the European General Data Protection Regulation.

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On the other hand, Facebook also has an economic interest in protecting user data. After all, advertisers can use the device ID, once they have it, for marketing purposes outside of the Facebook universe.

And of course Facebook doesn't like that at all.

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